| Advertiser | Audi |
|---|---|
| Sector | Automotive |
| Buying route | Premium AGP |
| Audience | ABC1 Adults |
| Sector | Motors |
| Target Audience | ABC1 Adults |
| Package | Film Packs |
| Creative Agency | BBH |
| Media Agency | Mediacom |
| Duration | 60" |
Background
Driving brand desirability is critical to Audi’s success. The brand recognised the need to deliver exciting and unique content in the most engaging environments to cut-through today’s cluttered premium car market to inspire future buyers.
Idea
-Audi adopted a ‘best seat in the house’ strategy – it wanted to bring a sense of premium to the campaign by placing its ad alongside some of the most anticipated content. The unique environment offered by cinema became a critical component of the brand’s always on AV strategy.
-The aim of the campaign was to drive brand desirability and word of mouth amongst Audi’s existing and future customers.
-Audi bought a selection of premium positions to showcase its 60” creative alongside some of the year’s most anticipated blockbuster titles films including Rogue One: A Star Wars Story, Captain America: Civil War, and Jason Bourne.
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-Across the campaign, Audi rotated three different copy options, with its ads including Spin & Sport, Quattro and The Virtual Cockpit.
-For the final element of the campaign, Audi partnered with mobile data company Mobsta. Using longitudinal/latitudinal data of cinemas, the brand aimed to re-target cinemagoers who had seen the ads on screen with product-led video content delivered to their smartphones.